SEO built around how
people actually shop
Product and category page optimization, keyword-driven content, and technical SEO for online stores — on Shopify, WordPress, or a custom build.
Case study
18 months, 350+ SKUs, one Shopify catalog rebuilt around search demand
18 months
Project duration
350+
Products in catalog
Shopify
Platform
Project-end organic ranking distribution
Keywords by Google ranking position, project end
0
Top 10 keywords
0
SERP features
Hover or focus a bar below for detail.
Confidential personal care & beauty brand, United States
The store combined a 350+ product catalog with fragmented product variants, weak category selection, duplicate metadata, broken links, and a large technical-debt backlog. Products were commonly split across 10–12 variant URLs, and category and internal-linking structures weren't consistently aligned to search intent.
We rebuilt the foundation around three priorities: clean up the URL and crawl architecture, create search-led category and keyword clusters, and strengthen semantic relationships across collections and products. The work covered technical SEO, on-page optimization and structured data, internal linking, international keyword targeting, and off-page authority — consolidating product variants into single product experiences, redirecting legacy URLs, rebuilding the XML sitemap, and correcting heading hierarchy and schema markup along the way.
"Expanded organic visibility from a handful of indexed ranking terms to 109 keywords in Google positions 1–10, with 63 SERP features recorded at project end."
Project-end ranking distribution, based on the store's public ranking record.
Data & privacy note
This case study intentionally excludes private client analytics and first-party data. No Google Analytics, Google Search Console, revenue, conversion, customer, advertising, or other confidential business data is displayed. Performance metrics shown are based on publicly accessible search results, third-party SEO platforms, technical crawls, and publicly visible website information. Where third-party platforms provide estimated metrics, they are labeled as estimates and should not be interpreted as first-party analytics.
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Included
What e-commerce SEO covers
Product and category optimization
Titles, descriptions, and on-page content structured around real buyer search terms at both the product and category level.
Keyword-driven content strategy
Research into what shoppers actually search for, mapped to the pages and content that should exist to capture it.
Internal linking optimization
A linking structure that routes authority to the products and categories that should rank, and stays consistent as the catalog grows.
Technical SEO for online stores
Faceted navigation, duplicate content from variants and filters, crawl budget, and indexation issues specific to e-commerce.
Conversion-focused growth
Organic growth measured by revenue and qualified traffic, not just visits — the ranking work stays tied to what shoppers actually do next.
Scalable SEO systems
Templates and rules for titles, metadata, and linking that keep working as new products are added, instead of one-off manual fixes.
Platforms
SEO for wherever your store runs
Process
How an e-commerce SEO engagement runs
Discovery & Audit
A full technical and content audit: catalog structure, site health, competitor landscape, and the highest-impact opportunities.
Research & Strategy
Keyword research, search intent mapping, and a prioritized plan tailored to your catalog and category.
Optimization & Implementation
Technical fixes, on-page changes, schema, and internal linking implemented in order of impact.
Monitor, Report & Scale
Ongoing tracking of rankings, traffic, and conversions, with transparent reporting and continuous refinement.
Tools
What we use
Semrush
Ahrefs
Screaming Frog
Google Search Console
Google Analytics
FAQ
E-commerce SEO, answered
Which e-commerce platforms do you work with?
Shopify, WordPress and WooCommerce, and custom-built storefronts. The underlying SEO principles are the same across platforms — what changes is how each fix gets implemented, and we adapt to the platform your store already runs on.
Is e-commerce SEO different from general SEO?
Yes. Online stores deal with problems general SEO advice does not cover well: thousands of near-duplicate product variants, faceted navigation that can create infinite crawlable URLs, seasonal and out-of-stock products, and a much tighter link between rankings and revenue.
Will this increase my store's traffic and sales?
The goal is not simply more traffic, but more of the right traffic — shoppers actively searching for what you sell. We focus on high-intent keywords, category and product page optimization, and technical fixes that remove friction between a search result and a purchase.
How do you handle SEO for a large catalog?
Scalable systems, not one-off fixes: templated title and description patterns that still read naturally, category-level content that captures head-term search volume, and internal linking rules that apply consistently as new products are added.
How will I know if it's working?
We track rankings, impressions, clicks, organic traffic, and conversions through Google Search Console and Google Analytics, and report on all of it on a regular cadence so progress is never a guess.
Do you offer a one-time audit before a full engagement?
Yes. An initial audit and on-page optimization pass is a good way to see how we work and where the highest-impact opportunities are, before deciding whether ongoing SEO makes sense for your store.
Keep reading
Related
All marketing services
Back to the full SEO and marketing lineup.
Shopify SEO
Platform-specific SEO for Shopify stores.
WordPress SEO
Technical and on-page SEO for WordPress and WooCommerce.
Not sure where to start? Get a free SEO audit or see what SEO typically costs.
Want a free look at your store's SEO?
Tell us about your store. We'll walk through what's holding back your rankings and where the fastest wins are.
Or email us directly at hello@offlift.com